LG TONE Free

Copy and Branding
Hear a brand new world
I was tasked with website and video copy for two TONE Free earbuds. One for audiophiles, the other, sports-oriented. Two very different audiences, so I needed to set the products apart, while still keeping copy aligned with the brand voice and client guidelines.
Notably, this was also the first time I was asked to develop product slogans — with “fit” as a focus for both, that word found its way into the final line, creating consistency across the line-up.
LG TONE Free T90
Premium, high-end earphones with innovative features for comfort, audio quality, and convenience. The focus here was sound — clear, high-quality sound with noise blocked out to please even the most discerning audiophile consumer. The technology was explained in-depth but in a simple way, utilizing both product benefit and lifestyle benefits to connect the features to the consumer’s world. The result was accessible but informative copy.
LG TONE Free TF8
A unique shape and convenient features gave these earbuds a sporty spin — and the copy appropriately targeted the sporty lifestyle. Reaching for audiences from athletes to fitness enthusiasts, the information was lifestyle-driven, educating consumers on why these earbuds pair well with their world, pre- and post-workout.
LG TONE Free videos
Based on the website copy, the video copy for both T90 and TF8 was kept short and sweet, highlighting the main features to entice the consumer to learn more.
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